08 Apr Google Ads Updates & Privacy: What Small Businesses Need to Know
Running Google Ads for your local business? Recent privacy updates require a few simple changes to keep your ads performing well. Here’s what you need to know in plain English.
Your Ads Must Respect Customer Choices
Google now requires all businesses to:
- Ask permission clearly: If your website tracks visitors (for measuring ad performance), you need a pop-up banner where customers actively opt in
- Use Google’s free “Consent Mode v2”: This tool still gives you some data even when customers decline cookies
Action step: Update your website’s cookie banner to clearly explain what data you collect. Need a simple privacy policy? Use this free Australian government template.
Data Rules Got Simpler
- IP addresses are back: Google can now use these to show your ads to nearby customers (perfect for local businesses!)
- Auto-delete after 26 months: Customer information gets automatically deleted unless you save it (Ensure you have privacy policies and procedures in-place if you do, nobody wants to be the cause of data-leak, significant penalties and fines apply)
Action step: Add this line to your privacy policy: “We use IP addresses to show relevant local ads.”
Why This Matters for You
- Build customer trust: Clear privacy practices make people more likely to engage with your ads
- Avoid costly fines: Australia’s privacy laws now mirror Europe’s strict GDPR rules, with penalties up to $50 million for serious breaches
Quick Compliance Checklist
- Update your cookie banner with simple language about ad tracking
- Add IP address usage to your privacy policy
- Bookmark the GDPR checklist for easy reference
Need Help? Contact Dylan, your local Google Ads expert set up compliant ads and privacy tools.